Winning at Shelf with the 'Warmer Side of Hot Sauce' for Lola's

Turning Challenger Brands Into Household Names

The "Consumer First" Brand Strategy that wins at the shelf, drives velocity, and proves your value to retail buyers.

You’re up against legacy giants with bottomless budgets and decades of slotting fees. They can afford to be lazy. You can’t.

As a challenger brand, you don’t just need awareness that evaporates into the ether. You need velocity. You need a brand strategy that doesn't just look good in a deck, but actually moves units off the shelf and into the cart.

At Hangar 12, we stop guessing. We don't just "do branding." We engineer Consumer First® strategies designed to disrupt the category, secure retail distribution, and turn trial into habit.

 

Why Most Challenger Brands Stall at Retail

Retail buyers don't care about your logo. They care about your turns. Most agencies hand you a beautiful brand book and wish you luck. That’s where they fail—and where we begin.

The Old Way:

  • Subjective creative based on "gut feelings."

  • Fancy mission statements that consumers ignore.

  • Marketing that builds "hype" but misses the shopper at the point of decision.

The Hangar 12 Way:

  • Consumer First® Validation: We don't guess what your shopper wants. We validate it before you spend a dime on execution.

  • Shelf-Back Strategy: We build brands designed to survive the "10-second audition" in the aisle.

  • Agile & Deadly: No bloated agency layers. Just senior CPG experts who move faster than the market.

A Strategy Built for Sales Velocity

We strip away the fluff to focus on the levers that actually drive CPG growth.

01. Category Disruption & Positioning We identify the "white space" your competitors are ignoring. We craft a positioning statement that isn't just catchy—it’s a competitive wedge that forces consumers to switch brands.

02. The Consumer First® Roadmap Using our proprietary approach, we map the shopper's journey from "Never Heard of You" to "Can't Live Without You." We identify the exact friction points stopping them from buying and dismantle them.

03. Retail-Ready Execution A strategy is useless if it doesn't work in-store. We align your brand messaging with retail realities—optimizing for packaging impact, shopper marketing, and digital-to-shelf conversion.


Big Agency Talent. Challenger Agility.

We aren't a traditional agency. We are a specialized team of CPG strategists, creatives, and insight specialists.

  • We Know The Jargon: We speak SKU rationalization, slotting, velocity, and margin. We know what keeps your buyer up at night.

  • We Mitigate Risk: By centering the consumer in the process early, we reduce the risk of a flop. We prove the concept before you scale the spend.

  • We Are Your Partners in the Trenches: We don't just hand over the work; we fight alongside you to ensure your brand survives the seismic shifts of the modern market.